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Top 4 Email Marketing Trends That Will Be Prevalent In 2014

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The Inbox is a battlefield. Marketers are struggling with a problem that customers know too well. Email users are deciding the winners every time they chose to read. It is not just the direct competitors vying to get their messages read in the inbox but everyone who sends an email is a competitor.

Given that the data is a challenge for the marketers, current trend is that a lot of focus goes into making the data more accessible for the email marketer and providing a more relevant valuable experience for the customer in order to win the battle of the inbox.

The emails are getting smarter as the years progress and here are the top 4 email marketing trends for 2014 –

1. Acquisition Of The Data For Progressive Profiling

There is a lot of conversation going around these days about acquiring data and this has many definitions depending on how one approaches it, very specific to email subscription. The challenge is to get more people to the databases. Nowadays, the focus of the inbox providers is shifting onto data quality. Also it has been understood that using a bad data can really have a negative impact on the email marketing programme and the brand.

Data acquisition is being achieved in three ways, viz Appending Information, Leveraging self reported data and using behavioural information.

The benefits of progressive profiling is that it creates more relevant experience for the customer. Besides, it creates the ability to talk directly to the customer.

However, the flip side to it is that brands are getting excited about their ability to segment and target and provide offers. They are ending up being too relevant for the customers and sometimes over segment or over target.

2.  Analysis Of The Data

Data science has emerged as a respected profession. The sheer amount of volume of data we have available today is so immense that interpreting it so that the data can be logically leveraged is an issue. The amount of data that a consumer is generating is very huge. According to statistical data, 90 per cent of the data we have today was generated over last 2 years. Thus, data analysis has become an extremely vital trend in todays times.

Email marketing campaigns are being built around customer personas and the customer behaviour patterns, based on the analysis of the available customer data.

3.  Application Of Insights

Once the analysis is done, the email marketers have the insights they were looking for. As email marketers, application of insights begins with having a comprehensive plan. Aspects like how are they going to accomplish things in a way that is going to be meaningful to customers, partners, executive teams etc. are being adhered to at the initial stages.

Email marketing is helping leverage what marketers know about the subscribers based on the data. They are able to paint the real picture that drives the desired behaviour of the customer and also helps in achievement of the desired goals.

4. Application Of Email Channel

If you look closely at the email channel, it is really a relationship channel where you can have an on-going conversation and communication with the customer or the subscriber in a meaningful way. This involves Data Enhancement, Real Time Content and Focus Group Testing.

  • Data Enhancement

This helps to leverage responses to individualised content. It involves taking a poll to find out what the subscribers look for the most.

  • Real Time Content

This involves leveraging active content to drive increased engagement and urgency amongst the subscribers or customers. This is a very new concept which is creating an optimal experience for the customers.

  • Focus Group Testing

This involves using subscribers as a focus group. The marketers are able to test elements via emails like branding, positioning, voice & tone, taglines and much more.


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  • There are 2 comments

    • 5 years ago

      Indrajit Goswami   /   Reply

      I’m an academician as well as a researcher. Attending many doctoral viva-voce exams, DCMs, etc. I’ve listed to experts. No one uses the word like ‘good data’ or ‘bad data’. Data are statistical extracts which may be useful for some research and not useful to others. Similarly we can say adequate data or inadequate data; Relevant data or irrelevant data, etc. But, never as ‘bad data’. I think as bloggers we have to take care of this type of mistake.

    • 5 years ago

      Nikhita Reddy   /   Reply

      The trends explained were very clear and understandable. It explains the importance of effective handling of huge amounts of data in today’s world. Truly speaking data science is emerging as one of the most prospective field day by day.

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